Downsize this

In a rare bout of self-inflicted good publicity, the fast-food chain McDonald's says it is to stop selling "supersize" portions. No longer will staff offer to supersize a large 526ml Coke, costing £1.09, up to 751ml for a mere 10p more. This is to be applauded. Encouraging people to consume less fat and sugar is a good thing, given Britain's bulging waistlines.

There is more to this decision than low-calorie altruism. McDonald's itself is in danger of becoming flabby and unloved; the brand has been losing market share in recent years, as rising living standards see potential customers prefer healthier alternatives. It is no coincidence that the burger baron has invested heavily in a half-share of the fashionable Pret A Manger sandwich chain.

Yet McDonald's is not the only one guilty of supersizing. Ask for a regular cup of coffee at Starbucks, and you will be given a 341ml "tall" serving. The company will happily serve a standard (228ml) cup - but only if specifically asked for a "short". The smaller and healthier "short" is not advertised on the Starbucks menu because the company says there is no room. But there is space to advertise the massive 568ml "Venti", a whole caffeine-laden pint. This is one industry that needs to be downsized.